Expanding into Germany Takes More Than Selling on Amazon

Expanding into Germany requires more than a presence on Amazon, according to global fulfillment provider fulfilmentcrowd. Local platforms such as Kaufland and Otto have gained share, and cross-border rivals like Temu and Shein are piling on pressure.

Research on German ecommerce shows median online revenue fell 22% from the third quarter of 2023. Large stores with annual revenue above €1 million saw median sales climb 7.6%. Small merchants recorded a 12.3% decline. fulfilmentcrowd said the numbers reflect a shift toward bigger retailers, making it harder for smaller players to compete.

TikTok Shop entered the German market in March 2025. Within a year, 15% of German online shoppers had placed at least one order on the platform, research indicated. Kaufland, a local marketplace, is pushing into Europe and aims to challenge global leaders. Otto, the second-largest German marketplace, recently opened to international sellers for the first time.

Smaller sellers improve their odds by joining a marketplace, fulfilmentcrowd said. A 2025 report from ChannelEngine found that 67% of online sellers are active on at least four marketplaces.